The wai can run dry
Wellington faced pressure on water infrastructure heading into the summer of 2023–24 and needed to prepare residents for restrictions.
HOOF worked with Storybox to develop The Wai Can Run Dry, a public messaging platform designed to set expectations ahead of the peak summer period.
The campaign addressed the risk of water shortages caused by ageing infrastructure and dry seasonal conditions. The messaging was deliberately measured, preparing people for the possibility of restrictions rather than provoking alarm.
HOOF developed the concept, campaign line and art direction, and contributed to production and rollout across a range of channels.
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